Understanding member research

Member research and market or customer research are two important techniques used by organisations to gain insight into their audiences. While both types of research may seem similar, there are several key differences between member research and customer research, that associations should be aware of.

Members vs. customers

The first major difference between member research and customer research is the nature of the relationship between the organisation and the individual being studied. Members are typically individuals who have a longer-term relationship with their association, such as subscribers, donors, volunteers or members of a professional association. Customers, on the other hand, tend to have a more transactional relationship with organisations, such as purchasing a product or service.

Understanding needs and preferences

Another key difference between member research and customer research is the focus of the research. As a result of the longer-term relationship members have with associations, member research typically focuses on understanding the needs, preferences, and behaviours of individuals. This may involve gathering data on the member experience, identifying pain points, and optimising processes to improve engagement and retention.

Customer research, on the other hand, may be more focused on understanding the needs and preferences of potential customers who are not yet engaged with the organisation. This may involve understanding satisfaction or gathering data on consumer preferences.

Tools and techniques for insight

The methods used to gather data in member research and customer research may also differ. Member research may involve surveys, focus groups, and interviews with current members, while customer research may involve market research studies, social media listening, and other forms of data collection, so it’s important to choose the research agency with the right tools.

Finally, the outcomes of member research and customer research may differ as well. The goal of member research is typically to improve the member experience, increase engagement and retention, and ultimately drive growth for the organisation. The goal of customer research, on the other hand, may be to develop marketing strategies, target specific audiences, and drive sales.

In summary, while member research and customer research may seem similar, there are several key differences between the two. Understanding these differences is important for associations looking to gain insight into their members and develop effective strategies for engagement, retention, and growth.

 

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